In contrast to the traditional environmental preservation campaigns, the proposal is to seek the engagement of the citizens regarding the extinction of some species.
However a closer look at the images reveals that the "animals" are not really aquatic animals, but the men who have polluted that environment.

Context

Unfortunately, many people who protest against environmental damage when major disasters happens, are not aware of the importance of small individual acts of preservation.

Philosophy/Solution

The goal of the campaign is to educate the public about environmental preservation, showing that a significant part of the pollution in the environment is caused by man, individually.